Search Engine Optimization (SEO)

Let Seattle Search Engine Optimization Company McBuzz Communications create an instant impact on natural search marketing results for your web site.

Search Engine Optimization is the art and science of ranking highly in search engine results.Competition for top positions on search engine results pages is stiff. Over the long haul, a top three listing on Google or Bing can be worth thousands of dollars to your business. What tools do you need to create that search engine optimization advantage for your web site? With a plan customized to your business, Seattle-based McBuzz Communications will drive more traffic to the sites you’re marketing.

The criteria Google, Bing and other search engines use to determine which web pages rank the highest have changed over the years, but outstanding search engine optimization is a not a moving target. Good SEO techniques are far more predictable than you may have heard.

In the past ten years, the most significant change in natural search engine optimization relates to the formulas search engines use to rank web pages. They’ve become increasingly sophisticated—infinitely more adept at detecting attempts to game the system.

Search engines like Google want to offer the most relevant search results possible. They want users to click on the top one, two or three results and say, “That’s exactly what I need!” If they can’t provide useful results most of the time, those users won’t be coming back to Google, and Google will not be able to make money.

In the early days of search engine optimization, it might have been possible to get high rankings by keyword stuffing—filling web pages with excessive numbers of keywords, and then hiding the excess from human readers by putting black text over a black background, for example. But tricks like this no longer work. Using them will typically get your web pages banned from search results.

The search engine specialists at Google, Yahoo!, or Bing will tell you it’s very simple: Follow steps to optimize results for the human visitor, the one doing the searching.

Focus on Your Keywords

If you want people to find you, you need to be on the first page of search results for the keywords most relevant to the products or services your business provides.

A keyword is any word or set of words that someone might type into a search engine in order to find something, like “Seattle law firms” or “book stores Seattle.” All other things being equal, the higher your website ranks in Google, Yahoo! or Bing for a particular keyword, the more visitors will come to your site.

This leads to some basic guiding principles of search engine optimization or SEO:

Assess Your Market

What products or services do you provide? What is your value proposition? Who is your ideal customer? What are the words and phrases they might use to find what they are looking for? These may be different than the language you use to talk about your business. When it comes to search engine optimization, that’s an important point.

The natural language your ideal customers use to search should drive the terminology you use on your website—your keywords. Finding the correct keywords is critical to any successful search optimization campaign.

Assess Your Competition

Who is on page one of the search engines for your keywords? Seattle Search Engine Optimization Company McBuzz Communications examines your competition and determines the proper path to place your site at or above their search rank. We will map out a strategy that will fit your overall business objectives.

There is plenty to be learned from your competitors’ websites. Most good search optimization techniques are plainly evident to a trained eye. McBuzz will look at what your competitors do and do it better.

Provide Rich Content on Your Website

Give the searcher enough information to decide whether your business offers what they need. Detailed, well-written text on the visible page is one of the best SEO strategies around. What’s more, it makes no difference how much traffic you drive to your site if you fail to convince visitors that they are in the right place. Hiring a professional copywriter is always a good strategy, one that will typically pay for itself within a few months.

Provide Compelling, Well-organized Web Page Design

Good SEO goes hand in hand with good web design. This includes HTML and other code used to build your web pages. Some of this is visible to human visitors. Some of it is behind the scenes.

Structure the information in a way that is easy for humans to navigate and understand, and make it easy for search engine robots (machines that read through and catalogue your website) to form a complete picture of what you offer. The faster a “bot” can get through your website, the more likely your site is to be fully indexed. Make sure there are no broken links, and make sure you don’t have “duplicate content” (more than one page that contains the same information) because this will water down the rank of both pages.

Track Your Ranking in Search Engines

1. Establish a baseline. Before doing any search optimization, McBuzz will find out where your website ranks for the keywords you have chosen. You’ll know we are doing our job when your ranking improves. But that’s not the whole picture.
2. Improved ranking should mean more traffic coming to your site via your chosen keywords. More traffic coming to your site should mean more “conversions” (more visitors doing what you want them to do on your site: filling out a contact form, picking up the phone, downloading a white paper, subscribing to your newsletter).
3. The real goal of SEO is not increased traffic; it is increased conversions – conversions of the right kinds of visitors.

Track Visitors on Your Website

For this, you need web analytics software. If you are not already using analytics, we will set it up for you. Google Analytics is one popular option. It’s free, powerful and relatively easy to use. Webtrends and Omniture are very powerful alternatives for medium- to enterprise-level businesses.

Tracking allows us to find out how many visitors are coming to your site via your keywords. We’ll tell you which search engine visitors used, which keywords they searched for to get to your site, and how to better focus future search marketing efforts to take full advantage of these facts.

Ultimately, increased conversions should lead to more customer engagement and more sales. However, you need to track conversions to see if they are really producing the desired result. It’s possible to drive traffic to your site, and get plenty of conversions from that traffic, without actually producing more sales. You can lead a prospect to your site and get them to accept a free trial, but if they are not the kind of prospect that will actually purchase your product or service, you have just created a drain on your company’s resources by increasing conversions.

SEO Requires Some “Heavy Lifting”

Let McBuzz do the tedious, technical, number-crunching parts of search optimization. In most cases, our clients see positive results in less than a month. You can get ahead of the competition and stay there by harnessing the power of SEO.

Right now, people are actively seeking your products and services. Every searcher that doesn’t find your business is money lost. Now is the perfect time to call the SEO experts at Seattle-based McBuzz Communications and learn how search engine marketing can increase sales for your business. Call (206) 962-9119

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